kotler chapter 17: designing and managing integrated marketing communication

Designing and Managing Integrated Marketing

CommunicationI’m telling you this, but my words may not

be enough.

Mariel Angelou A. ParulanMay 12, 2010

I ’m Telling You This

OUTLINE:I. What’s it to me?II. Traveling the Language highwayIII. Let’s make communicationIV. Mixing it upV. Managing the IMC process

I. What’s it to me?

• The Role of Communication– What’s going on?

– Goal: Brand equity & driving sales

• Kotler: Nike• Local: Century Tuna• Medical: health campaigns

– Mix of modes– Marketing effects

CONCEPT # 1

• Communications Process Models

– Highway (macromodel of communication process)

– Alley (micromodel of consumer responses)

II. Traveling the Language Highway

MEDIA

RECEIVER

encode

decode

feedback

response

SENDER

II. Traveling the Language Highway: macromodel

CONCEPT # 2

Response hierarchy model

2

1

3

II. Traveling the Language Highway: micromodel

A) LEARN FEEL DO

CONCEPT # 3

II. Traveling the Language Highway: micromodel

B) DO FEEL LEARN2

1

3Response hierarchy model

Response Hierarchy model

II. Traveling the Language Highway: micromodel

1

2

3 C) LEARN DO FEEL

• Kottler:– Pottsville

• Local:– PBA, Collezione

• Medical:– TMC

III. Let’s Make Communication!

Loyal user

New user

heavy-user Old user

light-user

Step 1: Who?- Know your target!

CONCEPT # 4

III. Let’s Make Communication!

Step 2: What?- Know your objectives

CONCEPT # 5

III. Let’s Make Communication!

Step 3: How?- Design!

ExpertTrustworthylikeably

CONCEPT # 6

On Strategy appeals

• Kotler– Pringles

• Local– Voter’s campaign (2009-2010)

• Medical– ASMPH

III. Let’s Make Communication!

On message source

• Kotler: – Tiger Woods

• Local– The Aquino’s

• Medical– Hayden Koh

III. Let’s Make Communication!

III. Let’s Make Communication!

Step 4: where?- Set your channel

CONCEPT # 7

III. Let’s Make Communication!

Step 4: How much?- Name your price!

Objective & Task Method

CONCEPT # 8

III. Let’s Make Communication!

IV. Mixing it upCONCEPT # 9

IV. Mixing it upCONCEPT # 9

PR

Direct selling

Promo

Events

Word of mouth

Direct marketing

ads

• Need to prepare first and know your:– market (your kitchen) – buyer (food-tasters)– product (ingredients)

IV. Mixing it up

“How much is this?”

IV. Mixing it up

FINAL PRODUCT

V. Managing the IMC process

IMC = ASMPH

roles

disciplines

Comprehensive plans

CONCEPT # 10

coordinating

implementing

summary

I. What’s it to me?II. Traveling the Language highwayIII. Let’s make communicationIV. Mixing it upV. Managing the IMC

I ’m Telling You This

Overview of the 10 concepts

1. Role of marketing communications2. Micromodel for communication process3. Macromodel for consumer response4. Identifying target5. Determining objectives6. Design communications7. Channels8. Marketing communications mix9. The IMC process

Words can be very powerful.

But only if you know how to use them